• Korean Journal of Social Welfare
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• v.59 no.2
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• pp.303-325
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• 2007

This study explores the relationship between marketing activities and brand equity in nonprofit organizations, specifically investigating the relational linkage between four selected marketing mix elements and brand equity through the mediating role of brand equity dimensions. Employing a structural equation model, the study empirically tests research hypotheses and finds some important implication for brand equity creation strategies for nonprofits. The results show that brand association is the only dimension that is positively related to brand equity, reflecting the current donation market in Korea where nonprofits have such a low presence that donors have little knowledge and chance to identify their brands and to build trust relationships with them. Furthermore, the results highlight the importance and roles of promotion and process marketing efforts, as they are proved to enhance brand association. The study also finds that promotion is positively related to brand awareness and process contributes to perceived quality and brand loyalty. Based on these findings, the study suggest that nonprofits make further efforts on active promotion and process development to create positive, differentiated images and better accessibility, and finally improve their brand equity.

• Journal of the Society of Cosmetic Scientists of Korea
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• v.32 no.4 s.59
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• pp.269-282
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• 2006

In this study, we tried to scrutinize the status and problems of domestic cosmetics industry. On the basis of theoretical study, we examined the strategic marketing skill and tactics of foreign products to devise a strategy for domestic cosmetics with the help of marketing mix of foreign competitors: so to say 4 Ps. The core of the empirical research is hereby the effect of consumers' behavior. The conclusion of the research can be summarized as following: the most important problem of domestic cosmetics industry is the poor brand power. It has been confirmed that the consumer needs are various and dynamic. Analysis of 4 Ps of marketing factors of foreign goods shows this very clearly. Consumers tend to rely upon the brand name of the product rather than the quality, when they don't have enough information or knowledge on the product. This conclusion teaches us to make an effective strategy of marketing. It is brand power and brand cultivating. This study may give domestic marketers a motive to predict the future and succeed in existence and prosperity.

• Design Convergence Study
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• v.16 no.2
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• pp.63-81
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• 2017

Environmental change of consuming contents has led corporates to acknowledge the possibility of social media as being marketing platform. And as the importance of 'contents' is growing bigger at the same time, 'Content Marketing' is getting attention because 'Content' plays the key role in current marketing since it can deliver meaningful values to the companies and the customers both. Many companies are practicing contents marketing employing YouTube by not only creating their own YouTube channels and YouTube contents but also collaborating with YouTube creators. Purpose of this study is to figure out how domestic standalone beauty brands that are actively practicing content marketing, are exploiting the YouTube and to suggest design direction for future YouTube content marketing. 'Etude', 'Innisfree', 'Misha', 'The Face Shop' were selected for analyzing the content marketing cases using YouTube. As a result, this study could conclude that if the brand has inadequate number of subscribers, it is better to collaborate with the creators. Also, clarifying contents' purpose and distinguishing the way of delivering it is important.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.41-50
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• 2021

All cities have constructed city branding strategically to intensify their competitiveness in global arena. Seoul Metropolitan has launched city brand in policy-level since 2003 and they have struggled to utilize city branding until now. This study explores the changes in Seoul's city brand in order to suggest a future direction for such efforts. The research is grounded in various domestic and foreign theories and case studies are considered from previous studies related to the place marketing, city marketing, and city branding. Relevant data were collected and analyzed, indicating that an unsure city brand requires strategic governance among stakeholders and civic consensus.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• 2007.11a
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• pp.656-661
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• 2007

Breaking from the past convention, most construction firms are lotting out their apartments with their own brand names. They don't have, however, differentiated marketing strategies based on unique brand awareness. Rather, virtual absence of marketing strategies has brought about unfiltered introduction of architectural elements of the competition and excessive advertising efforts. Consequently confusion is at hand for consumers' purchase decision since they are not aware of the differences between the apartments. The purpose of this study is to make consumers have clear brand awareness by presenting appropriate brand strategies based on sound marketing theories for construction firms.

• Journal of the Korea Society of Computer and Information
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• v.27 no.8
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• pp.233-240
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• 2022

In this paper, we propose a marketing strategy for traditional markets that lays the foundation for regional economic development by developing traditional markets as regionally specialized tourism resources. This study conducted a survey of local residents and tourists, who are market users, and conducted a factor analysis to establish a market brand strategy using SPSS 25 and a reliability analysis to verify internal consistency. In addition, correlation analysis was performed to verify the significance to confirm the relevance. The analysis results of Anyang Central Market brand tourism products for traditional market marketing strategies are as follows. First, it is necessary to establish a brand identity that activates brand elements and brand criteria and brand positioning. Second, it is required to improve brand awareness, which can elicit brand awareness and brand information and brand memory. Third, it is necessary to improve the brand image that can increase brand association and brand loyalty. Fourth, it is necessary to make efforts to improve brand equity, which can improve brand value, brand concern, and brand life. By developing and proposing marketing policies for traditional markets by utilizing market brand strategies, it can be expected to revitalize traditional markets and local economies as specialized local tourism resources.

• 주류산업
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• v.24 no.4 s.83
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• pp.38-51
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• 2004

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.4 no.3
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• pp.55-72
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• 2009

Due to the trend of opening the local market, the import of foreign agriculture is highly increased. And as the income is higher, the type of consumption is changed on the quality priority. There are agriculture brand policies taken by the government. But the similarity of brand and absence of marketing strategy is pointed as main problems. So we considered the brand image development such as a brand naming and a brand design for marketing strategy through the analysis of effect design types on brand image.

• Asia Marketing Journal
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• v.7 no.3
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• pp.161-176
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• 2005

Ever since Parkland corporation went into domestic men's fashion market with his own brand 'Parkland' in 1988, the company accomplished enormous sales increase compared to competitors and attained steadfast positioning as a leading brand with competence. This case study deals with the parkland's systematic efforts mainly focused on integrated business innovation such as production, distribution, and management innovation, and shows Parkland's differentiated marketing strategy which leads to outstanding business performance. And, strategic implications to succeed in the long run are followed.

• Cartoon and Animation Studies
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• s.45
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• pp.283-298
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• 2016

Design is a fatal factor to differentiate and survive one product from the other in fierce competition of the market, when other conditions such as price or quality makes no much difference. Among many marketing tools, package design is known as a direct communication that visualizes and forms the very initial brand image of a product. Package design is not only for packing, transporting, storing and loading but for engraving the brand image in a consumers' mind and lead them to purchasing. One of recent package design trands is various ways of using character, not just as a printed image on the surface but as a part of three dimensional structure of package. If it succeed, the package design could give out the secondary fun and impact to the consumers. The package design with an effective character is itself a great marketing tool and valuable design asset, which can bring a further profit to the company. Especially, character-package can be a powerful and effective marketing method for various local products, in needs of further publication and sales with limited cost. It should motivate the sales of the products by grabbing their attention and taken as a souvenir. This research takes a character package as a useful marketing method for a local brand in Jeonju, South Korea, and tries to design a three dimensional package using its own character. Through the process, the research aims to propose an important design strategy for repositioning or enhancing an existing brand.